12 hook formulas that score above 85 on the retention model
These 12 formulas account for ~71% of hooks scoring above 85 in our database. Each comes with a fill-in template, two examples, and the retention score we measured.
Template: "I turned [X] into [Y] in [time]." Why it works: implies an arc before the story starts. Avg retention score: 87.
Template: "Everyone says [X]. Here's why they're wrong." Why it works: weaponizes confirmation bias. Avg retention score: 86.
Template: "One person got [X]. The other got [Y]." Why it works: forces comparison. Avg retention score: 89.
Template: "By the end of this, you'll know [X]. But first…" Why it works: defers payoff explicitly. Avg retention score: 84.
Template: "If I lose this, I lose [meaningful thing]." Why it works: borrows tension. Avg retention score: 88.
Frequently asked
Yes — top hooks often stack two (e.g. transformation + stake). Don't stack three; the brain stops tracking.
Surface words get stale in 4–6 months. Structures don't. Reuse structures indefinitely; refresh wording quarterly.
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